Take a sharp combo of scripts, casting, production and editing, bound together with soulful blues tracks written especially for the TVC – and you have Clemenger BBDO’s TV work for Fly Buys. The focus of the new campaign is the “free stuff” rewards members can get with Fly Buys.
Loyalty NZ head of marketing Adele Fitzpatrick says the campaign is part of the marketing strategy developed last year to discover how much Fly Buys members understood the programme and its relevance.
“Fly Buys has been around for 18 years,” she says. “We’ve got a lot of customers – around 2.1 million across New Zealand – and they are obviously a very diverse bunch. We want to make sure that every one of our existing customers is getting the most out of Fly Buys, and that new customers join the programme because they see the benefits for them.
“Our marketing strategy is to increase customers’ understanding of Fly Buys and show it is easy to use, everywhere and offers choice. This campaign does that, highlighting that there are loads of places and ways to get points and so many great things to spend them on.
“Fly Buys is a really simple concept – collect points just by doing your everyday shopping and activities and use these points for a great range of rewards you really want.
“We wanted a simple proposition for this campaign that easily conveyed what we are all about. When people asked me to describe Fly Buys in a nutshell, I would say – you do stuff and you get free stuff – and that stuck.”
Clemenger ECD Brigid Alkema said: “The strength of this idea is its simplicity. Collaborating with Leo Woodhead elevated the piece to another level by suggesting gospel music for the story. The music makes this piece truly unique and epic, and reminds you how easy Fly Buys is. ”
The campaign launched on TV on Sunday, and will roll out across digital, social, TV, direct, and singing Adshels.
CREDITS
Creative Agency: Clemenger BBDO Wellington
Account Director: Julia Walshaw
Account Manager: Rebecca Clark
Writer: Millie Malcolm
Art Director: Frances Cooke
ECD: Brigid Alkema
Head of Television: Marty Gray
General Manager: Sean Keaney
Client: Loyalty NZ
Head of Marketing: Adele Fitzpatrick
Marketing & Communications Manager: Vicki Connor
Marketing & Communications Manager: Melanie Bruges
Marketing Manager: Kirsten Leighs
Rewards Marketing Manager: Mary Direen
Campaign Specialist, Brand & Social: Michael Loh
Film Company: Revolver
Director: Leo Woodhead
E Producer: Pip Smart
Producer: Nikki Smith
DOP: Ari Wegner
Editor: Peter Sciberras
Music Composer: Elliott Wheeler
Music Producer: Emma Hoy
Music Company: Turning Studios
Media Agency: MBM
Director: Matt Bale
Group Business Director: Annabelle Wilkinson
Media Planner/Buyer: Bel Hawkins
Senior TV Trading Manager: Adria Sell
Business Director: Gerard Duignan
Digital Media Specialist: Maryjo Arugay
Business Director: Alexandra Hendra
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